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How luxury brands appeal to young consumers: a different focus

Christine Ye (Department of Management, Marketing, and Entrepreneurship, University of Hartford, W. Hartford, Connecticut, USA.)
Yuna Kim (Department of Marketing, California State University Fullerton, Fullerton, California, USA.)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 5 February 2024




Advances in digital technologies coupled with the shift toward sustainable consumption present promising opportunities for luxury fashion brands to engage younger consumers. To this end, this paper aims to provide a forward-looking approach to creating luxury experiences targeted toward young consumers by proposing a new experience consumption framework.


This paper presents a viewpoint on creating luxury experiences that address the changing dynamics of the luxury industry by responding to the disruptive surge of young consumers and their growing preference for digital connections.


The authors develop a new experience consumption framework which demonstrates how luxury brands can successfully engage young consumers and fulfill their desire to share experiences with others by leveraging sustainable participation and digital technologies. The framework identifies different sustainable and digitally immersive experiences that luxury brands can incorporate for their young consumers.


This paper offers important managerial insights for luxury fashion brand marketers and identifies future research opportunities to advance knowledge in this field.



Ye, C. and Kim, Y. (2024), "How luxury brands appeal to young consumers: a different focus", Journal of Business Strategy, Vol. ahead-of-print No. ahead-of-print.



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